AstraZeneca
International Echo™ Award
At Ayogo Health Inc collaborated with AstraZeneca in Fit2Me, a free type 2 diabetes lifestyle plan that is custom-fit for you. It covers four key areas of diabetes care: food, activity, treatment information, and support.
01. Challenges
This project presented numerous challenges, including the vast amount of information we needed to convey to visitors and the involvement of numerous stakeholders in the process.
Working with this major pharmaceutical company required extensive revisions. We had to screenshot every single screen, capturing every pixel update and every minor interaction with each button state, as we needed AstraZeneca’s approval.
Another challenge was the range of devices that needed to be supported. We had to design with the market’s smallest screens in mind so this lifestyle plan could function on virtually any type of smartphone.
The target group consisted of North American women aged 65 to 80, including primarily Latino and African Americans. Therefore, we had to be very diligent regarding usability, colors, contrast, button sizes, and many other considerations to meet all legal requirements for designing a digital health tool. The greatest challenge was to create something engaging enough for this target audience so they would return to the site and invest more time in it.
Gold Award
We proudly got a Gold Award in New York. GOLD – INTERNATIONAL ECHO™ AWARD. Check out the post in ayogo’s website
Strategy Leads Creative for Award-Winning Results: Gold for Fit2Me >>
Fit2Me in the News…
Check out the interview in which this project was described as a ‘revolution’ in healthcare.
02. General Goals
- Gamify the onboarding process, referred to as custom fit activation, using game analogies.
- Maximize and repeat engagement by using a chat-like interface and a coach promoting tasks to users.
- Trigger interaction through reminders to take medicine, emails, and other site feedback.
- Create a social effect through word of mouth, being different, engaging, and social.
03. Interface Design
The interface design was complex, with many components for each part of the app. We had a wide variety of buttons, which we divided into two groups.
The first group consisted of buttons that appeared more playful and were part of the fun interactions in the app. These buttons were often used in the engagement modules, which displayed more fun visual cues to the visitors. The second group comprised standard grey buttons that were part of the user interface, allowing users to print their information or navigate in the meal planner.
04. Engagement Modules
These modules were a set of interactive components presented as a game, designed to collect medical information from the user.
Instead of a full-page form, we aimed to provide a more engaging experience that was also fun for the patients. This form included over 50 interaction modules to engage users on mobile, tablet, and desktop devices.
We worked on creating meaningful graphics for the audience that supported the web app’s concept. It was very cool to see these graphics I created for Fit2Me in television ads in the US.
Make it pop!
In the world of pharmaceutical digital tools, most interfaces are quite plain. Our goal was to create playful components that allowed visitors to input their information in a way that felt like a game. We used large controls to help the target audience easily find these.
Analogies
The buttons were inspired by a casino experience, requiring users to press them. Much of the experience used physical world analogies, making it easier for users to understand how things worked.
05. Results
- Over 1 million visitors within 6 months, 54% of whom were repeat visitors
- Unique visitors were 163% of the goal (over 50% coming through mobile)
- Sustained engagement with 45,000 Monthly Active Users (MAU)
- Requests for AZ treatments were 4.2 times the baseline
- Email opens were five times above the industry standard
06. Awards
Gold at the International ECHO™ Award
MRM/McCann: Ad campaign work for Fit2Me. My Plan. My Way.
Designed the entire user interface for the Fit2Me Coach Digital Tool – Fit2MeCoach.com
Best Health & Wellness Digital Initiative for Consumers – Finalist
MM&M Award
Cadient, Ayogo Health, mHealthCoach, MRM/McCann East, Proximo Gen, The Masterson/SWOT Team and AstraZeneca for Fit2Me
New York, United States – 2015
Best Disease/Education Campaign – Finalist
MM&M Award
Ayogo Health, mHealthCoach, MRM/McCann East, Cadient, Proximo Gen, The Masterson/SWOT Team and AstraZeneca for Fit2Me
New York, United States – 2015
© Ayogo Health Inc. 2014
© AstraZeneca
